It seems Snoop Lion has the whole music world talking right now. Though we’ve been reporting on it for months and he’s even leaked the first track from the project, called “La La La,” Calvin Broadus made his transformation into from Snoop Dogg into Berhane official last night, in a press conference at Miss Lily’s in NYC, and Twitter has since gone nuts with predictably gamut-running reactions.

We carried the highly quotable (“I always said I was Bob Marley reincarnated”) conversation between Snoop and Sway Calloway (with cameos from Diplo, Rohan Marley, among others) and got a one-on-one audience with Snoop which we’ll be premiering here shortly, but in the meantime here’s some exclusive photos from that convo and the press conference below, as well as the official trailer for Reincarnated, the upcoming documentary on Snoop Lion’s transformation into a reggae artist set to premiere at this fall’s Toronto Film Festival.